CHAPTER 2

Perception and Communication

Perception and Communication
 Perception involves selecting, organizing, and
interpreting information to give personal meaning
to the communication we receive.
 Perception is at the heart of our communication.
 Perception, like communication, is a complex
phenomenon.
 Our perceptions—whether complete or incomplete,
accurate or inaccurate, influence our
communication and decisions.
The Perception Process
1st Stage
Selection (1of2)
The first stage of perception is awareness of our surroundings
and selecting what we will attend to. Selection is the sorting of
one stimulus from another and takes three forms.
 Selective Exposure; is the term for the deliberate
choices we make to experience or avoid particular
stimuli.
The Perception Process
Selection (2 of 2)
 Selective Attention; refers to focusing on a specific

message while ignoring or downplaying other

stimuli.
 Selective Retention; is the term for processing,

storing, and retrieving information that we have

already selected, organized, and interpreted.
The Perception Process
2nd Stage
Organization (1 of 2)
Second, we organize the information in a way that
makes sense to us.
How we organize and sort information has a profound
effect on how we perceive others, how we talk to them,
and how they respond to us.
Cognitive complexity is a term used by psychologists to
measure and explain our ability to process, interpret,
and store simple to intricate information.
The Perception Process
Organization (2 of 2)
 Closure; involves filling in details so that a

partially perceived entity appears to be complete.

 Proximity; grouping of two or more stimuli that are

close to one another based on the assumption that

because objects or people appear together, they are
similar.
 Similarity; grouping of stimuli that resemble one

another in size, shape, color, or other traits.

The Perception Process
3rd Stage
Interpretation (1 of 2)
 Third, we interpret or assign meaning to the information

we receive; this is known as interpretation.

 Interpretation Based on Past Experience

Our interpretations of stimuli depend on our past

experience.
 Interpretation Based on New Situations

Past experiences, while important, must not keep us from

finding fresh meanings in new situations or events
The Perception Process
Interpretation (2 of 2)
 Interpretations Based on Others’ Opinions

Our perceptions are often altered or influenced by

how and what others communicate to us.
 Interpretation Based on Verbal Communication

We most often associate perception with what we see

but also form perceptions based on the sound of
speech patterns, which include voice, grammar, and
word choices
Perceptual Differences
Perceptual Set and Stereotyping
 When we ignore new information and instead rely

solely on our past experiences to interpret information,

we are using a perceptual set.
 This is a form of stereotyping, which refers to the

categorizing of events, objects, and people without

regard to unique individual characteristics and qualities.
 Stereotypes often oversimplify, generalize, or

exaggerate traits or qualities and thus are based on half-

truths, distortions, and false premises.
Perceptual Differences
Attribution Error
 Attribution is the complex process through which we

attempt to understand the reasons behind others’

behaviors.
 Two factors influence our assumptions about our own and

others’ behaviors; they are the situation (environment) and

the disposition (traits of the person).
 Fundamental attribution error occurs when we perceive

others acting as they do because they are “that kind of

person” rather than because of any external factors that
may have influenced their behavior.
Perceptual Differences
Physical Characteristics
 Our physical characteristics account for differences in what we

perceive:
 Height

 Weight

 Body shape

 Health

 Strength

 Ability to use our five senses

When we meet someone for the first time, we react to factors, no

matter how superficial, resulting in emotional reactions that lead to a
positive or negative image of that person.
Perceptual Differences
Psychological State
 Our psychological state also influences or alters our

perceptions of people, events, and things.

 All information coming to us passes through filters

and screens that color what we receive and how we

perceive it.
Perceptual Differences
Cultural Background (1 of 2)
 Cultural background can affect the perception of

other people, events, and things.

 There are many different definitions of culture. For

our purposes, culture may be defined as a set of

interpretations about beliefs, values, norms, and
social practices, which affect behaviors of a
relatively large group of people.
Perceptual Differences
 Culture is an integral part of each of us and
determines many of our individual characteristics.
 The connection between culture and
communication is extremely complex.
 Ethnocentrism is the learned belief that our own
culture is superior to all others.
Perceptual Differences
Gender
 Another factor that affects the way we perceive our world

is gender, socially constructed and learned behaviors

related to masculinity, androgyny, and femininity.
 Some theorists believe that where we fall on the

masculine-and-feminine scale determines how we learn to

understand the world around us.
 Our view of gender not only communicates who we

believe ourselves to be but also helps us construct a sense

of who we want to be.
Perceptual Differences
Media
 Advertisers, government leaders, political advocates,

and many others attempt to shape our views.

 It is important to recognize that our selection of

Internet sites may be based on our biases and our

desire to reinforce our own beliefs and convictions.
 Our use of social media should always be

accompanied by an awareness that the messages we

send or post are open to inferences and interpretations
by those who receive them.
Improving Perception Competencies and Perception
Checking

To become a more competent communicator, you must realize

that your perceptions are partial and subjective and could be
wrong.
There are steps to take to avoid misperceptions:
 Become an Active Perceiver

 Recognize That Each Person’s Frame of Reference Is Unique

 Distinguish Facts from Inferences

 Become Aware of the Role of Perceptions in Communication

 Keep an Open Mind

 Perception Checking: Being a Competent Communicator